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AI-driven banking services: the next frontier for a personalised experience in the emerging market

Jagdish N. Sheth (Department of Marketing, Goizueta Business School, Emory University, Atlanta, Georgia, USA)
Varsha Jain (Department of Marketing, MICA, Ahmedabad, India)
Gourav Roy (Department of Marketing, MICA, Ahmedabad, India)
Amrita Chakraborty (Department of Marketing, MICA, Ahmedabad, India)

International Journal of Bank Marketing

ISSN: 0265-2323

Article publication date: 24 August 2022

Issue publication date: 1 September 2022




Artificial intelligence (AI) is used by banking services primarily to automate systems; however, this ecosystem does not work in emerging markets because human intervention is needed, and there are concerns related to infrastructure. There is plenty of research on AI-mediated banking services, but the existing discussions are cumbersome, and studies on AI's service features in banking for emerging markets are limited. Furthermore, the ongoing discussions are centred on developed markets where automation in banking services is noteworthy and accepted. Through this paper, the authors emphasise the relevance of AI mediation in emerging markets and the possible role of strategising AI in banking services for personalised experiences.


The authors' article followed an exploratory, inductive approach through in-depth interviews and thematic analysis. In total, 36 financial experts were interviewed, and the relevant perspectives were analysed to develop the research process and framework for a personalised banking experience.


The authors' paper introduced five key themes and presented those themes accordingly. The first theme details the importance of AI-mediated banking and the skills necessary for operational capacity. The second theme is on the relevance of AI-mediated banking awareness amongst users. The third is about channelling the importance of AI-driven interfaces through managers and employees. Fourth, the authors emphasised the relevance of human intervention due to users' demographic patterns. The fifth theme led to a discussion on personalised AI-mediated banking services.

Research limitations/implications

The authors recommend that managers understand the relevance of quality service amongst users. The authors' paper discusses the relevance of AI and human intervention in banking services; however, the process for seamless, personalised banking experiences is not provided. Thus, this paper encourages managers to build a banking ecosystem that delivers a seamless banking experience through AI.


The authors' paper highlights the importance of human intervention in AI-driven banking by introducing personalised service experience elements and highlighting the role of customer experience in AI-driven banking services in emerging markets.



The authors are incredibly grateful to the editor, special issue guest editors and anonymous reviewers who helped to elevate the manuscript's quality. The authors also thank the senior industry professionals for the insights and time.


Sheth, J.N., Jain, V., Roy, G. and Chakraborty, A. (2022), "AI-driven banking services: the next frontier for a personalised experience in the emerging market", International Journal of Bank Marketing, Vol. 40 No. 6, pp. 1248-1271.



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